2024.10.10

You Have to Solve It to Wear It: Insights from Tokiqil's Representative on the New Challenge of Solvable "Puzzle Apparel"

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Are you familiar with the apparel brand "Tokiqil"?

It is a mysterious apparel brand based on the concept of "Solve it to wear it," where you must solve the "cipher (puzzle)" hidden in the clothing before being able to purchase it.

This unique experience has captured attention and is trending primarily among puzzle-solving enthusiasts and young fashion lovers.

However, information about Tokiqil is mostly limited to the internet, and many people feel the desire to learn more about the brand.

In this article, we spoke with Kurumi Nagashima, the representative of Tokiqil, about the background of the brand's establishment, its features, and future prospects.

PROFILE

Kurumi Nagashima

Tokiqil Representative

She encountered puzzle solving while still in university and has been involved in creating puzzle-solving events for 12 years. Leveraging over a decade of experience in customer service and sales at theme parks and department stores, she launched Tokiqil in October 2022.

Inspired by the Desire to Create Wearable Puzzles

Tokiqil does not have a physical store; instead, pop-up stores are regularly held. Entrance to these stores requires a ticket, and there is a time limit. Within that time, customers must solve the puzzles hidden within the designs of the clothing they are interested in before they can make a purchase.